Sport and the Media: Shift Towards Streaming

With the current Major League Soccer TV deal with ESPN, FOX, and Univision coming to an end, the league has taken a major leap in signing a 10 year deal with Apple worth $2.5 billion. Apple TV will have exclusive streaming rights for every game in MLS, the MLS + Liga MX Leagues Cup, and the MLS feeder system of MLS Next & MLS Next Pro. Games will also be broadcasted with no local blackouts, except for Leagues Cup games for Mexican viewers.

In class, we discussed the shift that is taking place in the sport industry away from traditional linear TV towards Over-The-Top TV (streaming).  While most other leagues are split with some events on linear TV and some streamed, MLS and Apple have decided to go all out and have every game on a streaming platform. This does not mean the games will be exclusively streamed, as MLS is still in talks with it's current TV partners to simulcast some games that will be available in front of the Apple TV paywall. 

Apple's announcement of the new deal:

https://www.apple.com/newsroom/2022/06/apple-and-mls-to-present-all-mls-matches-for-10-years-beginning-in-2023/

The platform will be a new MLS streaming service available exclusively through Apple TV. The programming will typically consist of pre/postgame studio shows, with games kicking-off at 7:30 locally along with a "whip-around" show, similar to NFL Red Zone, flipping coverage between all games.

In addition to the increase in national coverage, all games will be available in multiple languages. Every MLS and Leagues Cup game will have an available broadcast in English and Spanish, as well as a French broadcast for matches involving the three Canadian teams (Montreal, Toronto, & Vancouver).

The Athletic's overview of Apple TV MLS broadcasts:

https://theathletic.com/3736063/2022/10/27/mls-apple-tv-broadcasts/

We have discussed a few times in class how MLS and soccer as a whole are not very popular in the US when compared to other sports. I feel that this deal will be beneficial to the league both financially and in growing the sport in this country. Currently, MLS games are split across 3 networks and aren't usually preferred over other sports coverage, leading to few games being scheduled in primetime. Now with Apple, they will be the main focus of their broadcast partner and will hopefully have top quality broadcast coverage.

Yank Report's analysis of the upcoming deal:

In addition to games being broadcast with no blackouts, this MLS streaming service will come at no extra cost to existing Apple TV customers. Also, and perhaps the largest & most unique benefit to this deal, the streaming service will be included as part of all MLS full-season ticket packages.